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AD AGE BEST;RADIO;MACHO TWIST TURNS ROLD GOLD COMMERCIAL INTO A TOP SPOT FOR SEGMENT OVER MUSICAL EFFORTS FOR BUD DRY AND CRASH DUMMIES

Published on June 05, 1995.

A 60-second spot for Frito-Lay's Rold Gold Pretzel Bits was voted the category winner among the Best radio commercials of 1994 (see dialog at right).

The spot, from DDB Needham Worldwide, Chicago, features a dialog between a store manager touting flavored Rold Gold Pretzel Bits and a mild-mannered customer. The manager's enthusiasm turns customer into a frenzied macho Viking-too macho, it turns out. The national spot buy helped introduce the line extension.

Creative credits go to Copywriter Bob Merlotti, Creative Director Craig Feigen and Production Manager Yvonne Jablonski. Second City alumnus Dave Pasquesi plays the roll of the customer; Sam McMurray is the store manager.

Other Best commercials in radio:

Massachusetts Department of Public Health: "Sackman" (Houston Effler Herstek Favat, Boston). Speaking in a raspy voice due to loss of her vocal chords, Janet Sackman, who says she once was a model in cigarette ads, declares she now wants to tell people why not to smoke.

Schneider Communications, Milwaukee: "Foreigner" (Craig Wiese & Co., Minneapolis). In this humorous spot for the long-distance service, a Schneider rep tries to communicate with a recent business executive emigre who has malaprop-itis.

U.S. Department of Transportation: "Headaches" (Advertising Council and Leo Burnett USA, Chicago). Crash dummies Vince and Larry go musical, doing an Ink Spots-like rendition of what can happen when you don't use seat belts.

Anheuser-Busch: "Because They Pay Us"(DDB Needham Worldwide, Chicago). Title of this humorous spot for Bud Dry beer is the payoff line as a female singer with a band explains musically, "Why we sing about Bud Dry."